【摘要】 【目标】港口腹地段运输是集装箱多式联运的重要组成部分，准确分析托运人的货运选择行为，对优化提升全程供应链服务至关重要。着眼托运人需求从对货物品类进行市场细分，有助于承运企业开展精细化货运服务产品设计，从而提升其市场竞争力。【方法】首先从货物价值与时效性要求维度划分4类货物；然后结合托运人企业个体属性及其在货运服务方式选择时对各运输服务方案的态度和感知，构建反映托运人心理潜变量的结构方程模型；进而融合运输费用、时间、货物价值等显变量以及托运人心理潜变量，构建拟合货运方式选择行为的离散选择模型。【结果】模型分析结果表明，基于货物价值与时效性的货物分类方法能有效反映托运人的差异化服务需求，且托运人的运输方式选择决策在4类货物中呈现异质性。【结论】模型为港口腹地运输企业识别客户偏好、优化服务方案提供了理论依据与决策支持，承运企业可据此进行市场细分、设计标准化与个性化相结合的运输产品，并借助政策与平台资源优化服务供给，更好地匹配全程供应链，提升自身竞争力。更多还原

【Abstract】 [Objective] Port hinterland transportation constitutes an important component of container multimodal transport. Accurately analyzing the freight mode choice behavior of shippers is crucial for optimizing and enhancing end-to-end supply chain services. Focusing on shipper demands and segmenting market based on cargo categories help carrier enterprises develop refined freight service products, thereby enhancing their competitiveness. [Method] First, four categories of cargo were classified based on the dimensions of cargo value and timeliness requirements. Then, incorporating shippers’ enterprise-specific attributes as well as their attitudes and perceptions towards each transportation service option during mode selection, a structural equation model reflecting shippers’ psychological latent variables was constructed. Subsequently, by integrating observable variables, e.g., transportation cost, time, and cargo value with shippers’ psychological latent variables, a discrete choice model was developed to fit freight mode choice behavior. [Result] The cargo classification method based on value and timeliness can effectively reflect shippers’ differentiated service requirements. Shippers’ transportation mode choice decisions exhibit heterogeneity across four cargo categories. [Conclusion] The proposed model provides a theoretical basis and decision-making support for port hinterland transportation enterprises to identify customer preferences and optimize service solutions. Accordingly, carrier enterprises can perform market segmentation, design transportation products combining standardization and personalization, and optimize service provision by leveraging policies and platform resources, thereby better aligning with end-to-end supply chain and enhancing their own competitiveness.更多还原